How Female Cannabis Consumers Are Transforming the Industry

As societal attitudes towards cannabis evolve, a new demographic is emerging as a powerful force in the industry—female consumers.

The cannabis industry is undergoing a remarkable transformation, with women leading the charge in redefining how cannabis is used and perceived. For decades, cannabis marketing catered primarily to male consumers, but the tide is shifting.  

Women now represent a significant—and growing—segment of cannabis users, particularly in the wellness space.  Read on to better understand this transformation and how cannabis brands can strategically reach female consumers.

The Rise of Female Consumers in Cannabis is Driven by Wellness

Women now lead cannabis consumption, focusing on wellness, and using non-smokable products like tinctures and edibles for stress, sleep, and pain relief, often replacing traditional medications.

Here’s some data behind what’s driving this change: 

• More Women Are Using Cannabis: In 2023, women between 19 and 30 reported consuming more cannabis than men for the first time since 1975. Additionally, over one-third of U.S. women now consume cannabis, surpassing male consumers in numbers. 

• Wellness Is a Priority: Women are turning to cannabis for stress relief, better sleep, and pain management. Nearly 41% of women use cannabis as a substitute for traditional medications. 

• Preference for Non-Smokable Products: Women favor non-flower products like tinctures, edibles, and topicals—29% of female consumers prefer these formats compared to just 15% of men. 

 Data from YouGov.

5 Ways Cannabis Brands Can Target Female Consumers 

This shift presents a new opportunity for brands to connect with female consumers seeking intentional, wellness-focused cannabis experiences. Here are 5 strategies your brand can use to grow its business with wellness-focused females. 

1. Focus on wellness-oriented products
2. Create female-friendly formats
3. Develop sophisticated packaging and marketing materials
4. Address specific health concerns
5. Emphasize education and community 

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1. Focus on Wellness-Oriented Products 

Women are increasingly seeking cannabis products that address specific wellness needs like stress relief, menstrual pain, or improved sleep. Brands that prioritize health-conscious formulations stand out in this space. 

Example: Neno's Naturals
Exclusive Brands launched Neno's Naturals after identifying a lack of cannabis-derived wellness products offering fast-acting restoration. The distinctly female-friendly packaging effectively engages these wellness consumers while remaining discreet. 

2. Create Female-Friendly Formats 

Cannabis brands can win over female consumers by integrating cannabis into products they already use daily—like lotions, balms, or low-dose beverages. These formats align with women’s preferences for non-smokable options and seamless integration into existing routines. 

Example: Fable
Denver-based Fable Premium Botanical Cocktails introduced the first THC-infused beverage at the prestigious Aspen Food & Wine Classic in 2024. The brand has gained traction with its intoxicating hemp beverages that promise to still get you “tipsy” but without alcohol.  

3. Develop Sophisticated Packaging and Marketing‍

Gone are the days when pink packaging was enough to attract female consumers. Today’s women demand sophistication and authenticity in branding. Marketing should reflect their lifestyles and values without resorting to stereotypes. 

Example: Kush Queen (in partnership with Connected Cannabis Co.)
Kush Queen has successfully collaborated with other brands to create high-quality products that resonate with women while maintaining sleek, modern branding. Kush Queen was founded in 2015 as a source for cannabis wellness products. It now offers a diverse female-focused portfolio that includes bath bombs, sexual wellness items, stress relief solutions, and sleep aids.  

4. Address Specific Health Concerns 

Women are looking for targeted solutions to health issues like menstrual cramps or menopause symptoms. Brands that develop products addressing these concerns can build strong connections with female audiences. 

Example: Yummi Karma
The “Mood Magic” tincture is specifically designed to alleviate menstrual cramps and hormonal imbalances. The product promises to relieve cramps while balancing the blues with a blend of THC, Maca Root, Dandelion Root, and other botanical ingredients.  

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5. Emphasize Education and Community 

Women often seek education about how cannabis can enhance their wellness routines. Brands that provide clear information and foster community engagement can build lasting relationships with female cannabis consumers. 

Example: Garden Society
Garden Society is a women-owned brand dedicated to breaking stigmas around cannabis through education and community building. The name refers to the “garden parties” that founder Erin Gore hosted early on, where she tested her delectable concoctions.   

Closing Thoughts: Reaching Wellness-Conscious Females with Cannabis  

By understanding female preferences and creating products tailored to their needs, brands can tap into this growing demographic while fostering loyalty and trust. If you have questions about what next steps to take, you are not alone.   

At Compass Marketing Boston,  our agency works with health and wellness brands like yours to help navigate the ever-changing world of consumer health and wellness online, in-store, and most importantly, in the hearts of their consumers. Whether you're looking to identify consumer insights, elevate your brand relevance, or craft insight-driven ideas, we can help you shape how health and wellness consumers see your brand and prepare you to scale, sell, or anywhere in between.

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Questions to Consider as You Move Forward: 

1. How can your brand's messaging and portfolio better reflect the wellness priorities of female consumers? 

2. Are you leveraging authentic storytelling and education to connect with women? 

3. What partnerships or collaborations could help you create products that resonate with this audience? 

By answering these questions and implementing targeted strategies, cannabis brands can position themselves at the forefront of this exciting movement led by female consumers who are redefining wellness through cannabis use. 

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